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Jeep, Dodge and Chrysler share the spotlight; Pentastar shines again.
July 09, 2007
By Steve Miller

Harkening back to its historic past while hinting at new things to come, "The New Chrysler" is prepping a month-long corporate campaign telling consumers, dealers and the investment community to "Get ready for the next 100 years," per sources.

The campaign is set to roll once the sale of the automaker to Cerberus Capital Management is completed. This is expected to happen before the end of next month.

The new Chrysler effort will initially only hit radio and newspapers. Print will include the words "Jeep. Dodge. Chrysler," plus the Chrysler Group pentastar logo, which returns after a nine-year absence.
This marks the first time in several years all of Chrysler's brand stable will appear together in an advertisement. DaimlerChrysler had strived to give each a separate identity during the past decade.
"Under Daimler, Chrysler was never able to be just Chrysler," said a company exec. Separate Dodge, Jeep and Chrysler ads will continue as well. BBDO, Detroit, handles.

The pentastar logo will remain affixed to corporate ads beyond this effort. It was replaced with the current winged logo in 1998 following the merger with Daimler Benz.

Dealers are now receiving POP materials with the tag and logo as they prep to celebrate the first day of the "new" Chrysler later this month.

Chrysler rep David Barnas declined to comment about campaign specifics, but said, "It is all about the launch of the new company. We've been pretty open in saying that this will be called the New Chrysler. And we will be telling people that we are Chrysler again."

Some analysts, like Gordon Wangers, an independent auto consultant in Vista, Calif., are leery of such an effort. "There have been several 'new' Chryslers, so I can't be too convinced this is the real 'new,'" he said.

Chrysler sales were down 1% last month and are off about the same for the year, per tracking firm Autodata, Woodcliff Lake, N.J.

Chrysler Group ad spending last year was $1.3 billion, per Nielsen Monitor-Plus. Spend through April was $394 million.

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